What is Qualitative Research – Methods and Examples

There are different methods of data collection while conducting scientific research. These include both qualitative and quantitative research designs. However, it is not easy to choose one while writing a research paper.

Prior modules have introduced several qualitative approaches and methods for study design and the process of data collection.

You have learned that exploring or research is often addressed using qualitative methods.

Natural observation, interviews, focus groups, GIS, social networks, to name a few.

Qualitative research and studies do not necessarily test hypotheses about the data. But it often uses data to develop an in-depth understanding of social work problems.

Qualitative research does not only focus on what the other person thinks but also the reason behind it.

In this article, we will discuss what qualitative research is, common methods, and how the research is conducted. You will also find qualitative research examples for your better understanding.

What is Qualitative Research?

Qualitative Research Definition

Qualitative research is a method of inquiry that focuses on understanding human behavior, experiences, and social phenomena from a subjective perspective. Unlike quantitative research, which seeks to quantify data and analyze it statistically, qualitative research aims to provide a deeper insight into people’s thoughts, feelings, and motivations. It is often exploratory and used to generate hypotheses rather than test them. This type of research is valuable for uncovering trends in thoughts and opinions, and diving deeper into the problem.

Advantages of Qualitative Research

Qualitative research offers several distinct advantages:

1. In-depth Understanding: By collecting detailed information about people’s experiences and perceptions, qualitative research provides a comprehensive understanding of the subject matter.
2. Flexibility: The research design is often flexible and can be adjusted as new findings emerge, allowing for a more dynamic approach to data collection and analysis.
3. Contextual Insights: Qualitative methods allow researchers to understand the context in which people behave, which can be crucial for interpreting data accurately.
4. Rich Data: The data obtained is rich and detailed, providing a nuanced view of the research topic.
5. Development of Theories: It helps in developing theories and models based on real-world observations and experiences.

Qualitative Research Questions

Qualitative research questions are open-ended and exploratory, designed to elicit detailed responses. They often start with “how” or “why” and aim to understand the processes, experiences, and meanings that individuals attach to events or phenomena. Examples include:

• How do patients perceive the quality of care in hospitals?
• Why do teenagers engage in social media more actively than older adults?
• What are the experiences of immigrant families integrating into a new culture?
• How do employees describe their job satisfaction in remote work settings?

Types of Qualitative Research Methods

There are several types of qualitative research methods, each with its specific approach to collecting and analyzing data:

1. Ethnography: This method involves the researcher immersing themselves in a particular community or organization to observe and interact with participants in their natural setting.
2. Phenomenology: Focuses on understanding the lived experiences of individuals regarding a specific phenomenon.
3. Grounded Theory: Aims to generate or discover a theory through the continuous collection and analysis of data.
4. Case Study: An in-depth examination of an individual, group, or event to explore causation and find underlying principles.
5. Narrative Research: Involves collecting and interpreting stories or personal accounts to understand how individuals make sense of their experiences.

Qualitative Research: Data Collection and Analysis

Data Collection:

Qualitative data collection methods are designed to gather rich, detailed information. Common methods include:

1. Interviews: Structured, semi-structured, or unstructured interviews allow for in-depth discussions and can be conducted face-to-face, over the phone, or via video conferencing.
2. Focus Groups: Small group discussions guided by a moderator to explore participants’ views on a specific topic.
3. Observations: Watching participants in their natural environment to gather insights into their behaviors and interactions.
4. Document Analysis: Reviewing existing documents, texts, and multimedia materials relevant to the research topic.
5. Surveys: Open-ended questions in surveys can provide qualitative data, especially when a large number of responses are required.

Data Analysis:

Analyzing qualitative data involves identifying patterns, themes, and categories within the collected information. Methods include:

1. Thematic Analysis: Identifying and analyzing patterns or themes within qualitative data.
2. Content Analysis: Systematically coding and categorizing textual information to understand trends and patterns.
3. Narrative Analysis: Examining the stories or accounts provided by participants to understand how they construct and communicate their experiences.
4. Discourse Analysis: Studying written or spoken language in relation to its social context.

Characteristics of Qualitative Research Methods

Qualitative research methods have several defining characteristics:

1. Natural Setting: Data is often collected in the participants’ natural environment.
2. Participant-Centric: Focuses on the perspectives and experiences of participants.
3. Inductive Approach: The research process is often inductive, aiming to build theories based on observed data rather than testing hypotheses.
4. Complexity and Richness: Emphasizes capturing the complexity and richness of the phenomena being studied.
5. Iterative Process: The research process is iterative, with ongoing data collection and analysis informing each other.

Qualitative Research Vs. Quantitative Research

Qualitative Research:

• Purpose: To explore and understand underlying reasons, opinions, and motivations.
• Data Collection: Non-numerical data such as interviews, observations, and text analysis.
• Analysis: Subjective, interpretive, and descriptive.
• Outcome: Develops ideas or hypotheses for potential quantitative research.
• Nature: Open-ended, flexible, and evolving.

Quantitative Research:

• Purpose: To quantify data and generalize results from a sample to a population.
• Data Collection: Numerical data through surveys, experiments, and existing statistical data.
• Analysis: Statistical, objective, and conclusive.
• Outcome: Tests hypotheses, establishes patterns, and makes predictions.
• Nature: Structured, fixed, and controlled.

Understanding these distinctions helps in choosing the appropriate method based on the research objectives and the nature of the subject being studied. Both qualitative and quantitative methods have their strengths and can be complementary when used together in mixed-methods research.